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    Title: 高科技品牌體驗行銷價值之研究
    Experience marketing in high-technology industry
    Authors: 陳欣微
    Contributors: 陳建維
    陳欣微
    Keywords: 體驗行銷
    體驗價值
    品牌權益
    生活型態
    高科技產品
    Date: 2010
    Issue Date: 2013-09-05 16:50:59 (UTC+8)
    Abstract: 體驗行銷近年來已成為許多企業的行銷方式,相較於傳統行銷,體驗行銷較注重顧客的體驗與感官的刺激,而非如傳統行銷只著重商品的性能與效益。由於體驗能讓消費者留下深刻的印象,並一再回味,因此能提高產品的附加價值。以高科技公司為例,Apple與Sony等高科技產品龍頭都設有體驗店提供消費者自由把玩、試用自家公司的產品。這樣的行銷方式不僅可以快速、便利地傳達產品訊息,更有機會大幅改變消費者原有的生活模式與習慣。不過,也並非每一家高科技產品廠商都設有體驗店讓消費者一窺究竟,為了瞭解體驗店的設立,即體驗行銷的運用是否是一個有效的行銷手法,本文擬以Apple與Sony兩家公司旗下的體驗店為研究對象,透過問卷發放的方式進行調查,探討體驗行銷、體驗價值與品牌價值之間的關係。此外,本研究亦將「生活型態」納入考量,探討其在體驗價值模型中所扮演的角色,最後則透過研究結果提出實務建議。
    本研究之研究結果發現:
    1.體驗行銷能透過體驗價值對品牌價值產生正向的影響,且體驗價值在本研究架構中扮演完全中介之效果。
    2.若分別檢視體驗行銷對品牌價值、體驗型對體驗價值及體驗價值對品牌價值的影響則皆為正向且顯著。
    3.生活型態在體驗價值對品牌價值的影響中具有調節作用。
    4.「追求流行」的生活型態會減弱體驗價值對品牌價值的影響作用;相對的,「注重條理」的生活型態則能增強體驗價值對品牌價值的影響效果。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    98351023
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098351023
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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